Men Stay Groomed Thanks to Friends, Family and Ads

Price comparison, packaging important during research phase

When it comes to grooming, word-of-mouth and ads both play an important role in the path to purchase for men. According to data released in February 2014 by Defy Media, more than four in 10 US male internet users who had bought a new grooming product in the three months prior to being polled had become aware of the new brand through a friend or family member. Meanwhile, 41% of men who used at least one grooming product had recommended a brand to another person.

Ad circulars, coupons and mailers played just as much of a role in creating brand awareness among males: More than 40% credited such sources for making them aware of a grooming product they had purchased in the previous three months. In addition, nearly four out of 10 respondents cited advertising they saw as an adult as the reason they had known about the grooming product. And among those who used at least one grooming product, 31% said they had purchased a product because they liked the brand’s ads.

However, when it came to researching products after becoming aware of them, men took a deeper dive to get more details. More than half in the survey said they compared prices when conducting research on a product, and 50% read the details on the item’s package. Half of the respondents also tried different kinds/brands before making a decision.

About four in 10 males said they had conducted research through ad circulars, coupons or mailers, and 38% had gotten more information from friends and family.